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While launching a magazine may seem primarily a creative endeavor, there are a variety of tried-and-true publishing guidelines that can help you chart a more objective path to success. Testing a variety of go/no-go scenarios can help you avoid starting a publishing business that doesn't attract the revenue and readers you need to succeed.

1.

Create a demographic profile of your readers. If you are publishing a magazine for profit, your circulation list is your lifeblood. Advertisers will spend money based on who is reading the magazine, not simply the content offered. Demographics include gender, age, income and education levels, ethnicity or other factors such as career or political affiliations. This will also help you determine who will buy the publication if you are selling subscriptions or where to place the magazine if you are distributing it free. If you can create a specific demographic profile of your readers, proceed to the next step.

2.

Create an annual editorial calendar for your magazine to determine whether or not the publication is viable. While no other publication may be serving your target market, do not proceed until you verify that you can create enough editorial to fill the pages of your magazine each issue. You will not need to write articles, but you will need to create titles for columns, departments and features, with a specific list of article titles for each monthly, bi-monthly or quarterly issue to see if your concept is viable. If you can create an editorial calendar, move onto to the next step.

3.

Create a circulation list for your publication. A controlled-circulation magazine sends the publication to specific readers, such as a trade group, households in a certain zip code, school alumni, church members, sports enthusiasts or other groups. You can purchase lists from organizations or work with a list broker to create a list. If you plan to give the magazine away, via racks or other public display areas, determine exactly where to place the magazines and make sure you have permission to do so. If selling subscriptions, a list broker can help you with a direct mail effort. If you can create a circulation strategy, you are ready for the next step.

4.

Meet with potential advertisers to discuss their interest in your proposed publication. Present them with information regarding your exact circulation, including number of copies mailed, distributed free, sold on newsstands or projected subscriptions. Only after advertisers know exactly what type of readership is targeted will they want to see the proposed editorial calendar. Once they are sold on your concept, they will let you know what they will pay for advertising and how much they will buy annually. These discussions should not be sales pitches, but informal, professional exploratory discussions. If you are profit-motivated, you will be creating your magazine for advertisers, not simply readers. At this point, if advertisers are interested in your publication you should prepare for the next step.

5.

Create a budget, based on your expected advertising revenues, newsstand sales and subscriptions. Expense categories will include manufacturing costs such as printing, postage or distribution, layout and design. Overhead will include office space, equipment, software, legal fees, website development, marketing, employee costs, insurance and other general expenses associated with running a business. If your projected advertising revenues, newsstand sales or subscriptions cover your expenses, it is time to launch your magazine.

Warning

Don't expect to break even or make money on your first or second issue. Many advertisers will wait until you have published several issues to gauge your quality, marketplace reception and viability before committing to purchasing advertising. Plan to have enough funding to run your business for six months before making per-issue profits.

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About the Author

Sam Ashe-Edmunds has been writing and lecturing for decades. He has worked in the corporate and nonprofit arenas as a C-Suite executive, serving on several nonprofit boards. He is an internationally traveled sport science writer and lecturer. He has been published in print publications such as Entrepreneur, Tennis, SI for Kids, Chicago Tribune, Sacramento Bee, and on websites such Smart-Healthy-Living.net, SmartyCents and Youthletic. Edmunds has a bachelor's degree in journalism.

Photo Credits

different magazines studio isolated on white image by dinostock from Fotolia.com